Philadelphia Creates Lactose Free Version After Facebook Request In Italy

Launch Commercial Features Women Who Requested Product Via Social Media

Published On
Dec 05, 2013

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In Italy, Philadelphia Cream Cheese proved that it really does listen to, and communicate with, its fans on Facebook by creating a brand new lactose-free variant. The brand was responding to four lactose-intolerant customers who happened to post on the brand's Facebook page about the lack of a lactose-free version of the cream cheese snack. The posts were in September last year; by this November, the brand had created the new product and it's now available throughout Italy. Agency Proximity BBDO and client Mondelez claim it's the first time a new food product has been created due to a Facebook request.

The product's launch commercial, seen here, shows the four original women being invited to Milan to sample the new product.


Dec 05, 2013
Agency :
Proximity BBDO - Italy
Brand :
Client :
Executive Creative Director :
Stefania Siani
Executive Creative Director :
Federico Pepe
Digital Creative Director :
Emanuele Vioria
Digital Creative Director :
Andrea Jaccarino
Copywriter :
Alessandro Lapetina
Art Director :
Davide Di Gennaro
Head of Social Media :
Nicola Guarino
Agency Producer :
Tomasso Fajdiga
Agency Producer :
Alice Vianello
Production Company :
The Family
Director :
Edoardo Lugari

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